This study explores what it means for an interactive product to be described using the term “magic” by users, and what implications it has for its design. It further explores the experience of magic, its applicability in design, and the possibilities of maintaining or prolonging the experience. Maintaining the experience of magic is deemed impossible in relation to design.

What one may describe as magical, may not at all be by another. The underlying cause for this seems to be that the understanding of the term magic is highly subjective, and that there are two understandings of magic which are being used in conjunction in relation to design: descriptions of sufficiently positive experiences as magic, and descriptions of magic through the experience of magic. Applying the experience of magic in design, should allow designers to significantly increase the likelihood of the term “magic” being used upon descriptions of their designs.